A Conceptual Review of Social Media Adoption in SMEs

  • Hanaa NamankaniEmail author
  • Claire Moxham
  • Matthew Tickle
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)


Small to Medium Enterprises (SMEs) are not well equipped to use Social Media (SM) and struggle to utilise its full potential in the context of adding value to the business. It is suggested that SMEs often need strategic guidance and support, particularly with regard to optimising SM. The question remains as to how effectively SM is embedded in the business operations of SMEs. This study examines how SM adoption can be realised by SMEs. It considers how SMEs can adapt their business strategies under changing circumstances by adopting SM in their daily practice. By integrating the current models of technology adoption (including the Technology-Organization-Environment (TOE) and Innovation-Decision-Process from Diffusion of Innovation (DOI) frameworks) a conceptual framework for achieving SM adoption is developed and presented. The results of this study provide a helpful synthesis of the extant literature and act as a useful springboard for further work in this important area.


Social media Small to medium sized enterprises Technology adoption 


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Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  • Hanaa Namankani
    • 1
    • 2
    Email author
  • Claire Moxham
    • 1
  • Matthew Tickle
    • 1
  1. 1.University of Liverpool Management SchoolLiverpoolUK
  2. 2.Faculty of Computing and Information TechnologyKING Abdul-Aziz UniversityJeddahKingdom of Saudi Arabia

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